Some people equate cost of an item to its value. Others comparison shop to try to find best price. Maybe both are correct in a way, but most people try to look at whole picture.

If someone jumped out of a dark alley, and tried to sell you a Rolex watch for fourteen dollars, you might look askance at offer. But if that's what you wanted, you would do your homework, find out going price, and then shop around a bit. Would you necessarily purchase one at lowest cost? Maybe you wouldn't. What factors would you weigh in your decision making process?

Probably one of strongest would be reputation of seller. How long have they been in business? What is their background? What is their refund policy? Do they give appearance of a business, or do they look like that guy who jumped out of that dark alley?

If you hope to have any chance of succeeding on web, you must address this issue. You can't expect people to buy from someone they don't know and have never met. When you deal with someone in a retail "brick and mortar" business, you are in "face to face" contact. You can also see product offered. Since you don't have this capability when buying on web, sellers have to address that issue in a different way.

Your name, picture, a short "bio" and phone number go a long way to allay fears a prospective customer might have. But that should not be focus of your website - your product or service should. However, it is important to include an obvious link, that takes prospects to where they can get that information.

It is extremely important that your whole operation reeks of "professionalism". This includes not only your web site, but also all ads that try to entice people to visit you there.

Can you imagine a set of electronic tools that gives you all of this?